Loading...
Publication
Plano de Marketing Digital para a marca de Restaurantes ´Mercantina´
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 40.58 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos houve um grande crescimento de acesso à rede de internet, tornando-se num local privilegiado de comunicação, onde as pessoas pesquisam informação. O digital tornou-se importante nas decisões estratégicas de marketing, funcionando como uma ferramenta de obter uma vantagem competitiva sustentada.
A marca Mercantina abriu o seu primeiro restaurante no Centro Comercial de Alvalade sob o lema “cucina per amici”, em novembro de 2013. Precisamente dois anos depois, em 2015, o segundo restaurante abriu no Chiado. A sua carta é composta por pizzas feitas em forno a lenha e serve outros pratos de inspiração italiana feitos com ingredientes frescos e caseiros.
Este trabalho académico tem como finalidade a elaboração e aplicação de um Plano de Marketing Digital para os restaurantes Mercatina, uma vez que é notória a necessidade de proceder a algumas modificações no panorama da gestão de marketing digital. Para o desenvolvimento do plano de marketing digital irão ser utilizados os modelos dos autores: Adolpho (2016), Smith (2013), Horton (2015) e Torres (2010).
O plano digital, parte integrante do plano de marketing global, faz uma análise da situação atual da organização e do seu meio ambiente, define a estratégia pretendida no online e posteriormente apresenta as táticas a adotar em termos de marketing digital, identificando as variáveis de medição para controlo de resultados, definindo o plano de ação e o respetivo orçamento.
Com a execução deste plano espera-se que se verifiquem melhorias significativas, ao nível do número das visitas diárias, notoriedade do espaço e aumento da fracturação tanto na Mercantina Alvalade como na Mercantina Chiado.
Over recent years there was a big growth when it comes to internet’s access, making it one of the most privileged means of communication, where people seek all kinds of information. The digital became an important tool on making strategic digital marketing decisions, working as a way to obtain a competitive sustainable advantage. The brand Mercantina opened its first restaurant at Alvalade shopping centre under the slogan “cucina per amici”, in November 2013. Exactly two years after, in 2015, a second restaurant opened in Chiado. Its menu is composed by wood hoven cooked pizzas, and other Italian inspired dishes with fresh and home-made ingredients. The purpose of this academic work is to elaborate and apply a Digital Marketing Plan for the Mercantina restaurants, once it is very clear the need for performing some changes on the current management of the digital marketing area. For the development of this digital marketing plan the models of the following authors will be applied: Adolpho (2016), Smith (2013), Horton (2015) and Torres (2010). The digital plan, an important part of the global marketing plan, performs an analysis of the organizations’ current situation and environment, it defines the strategy to be reached online and afterwards presents the digital marketing tactics to be adopted identifying the measurement variables that regulate the results, and defining the action plan and its Budget. With the execution of this precise plan it is expected that significant improvements are established and identified with regards to the number of daily visits, the notoriety of the space and the increasement of the billing both at Mercantina Alvalade and Mercantina Chiado.
Over recent years there was a big growth when it comes to internet’s access, making it one of the most privileged means of communication, where people seek all kinds of information. The digital became an important tool on making strategic digital marketing decisions, working as a way to obtain a competitive sustainable advantage. The brand Mercantina opened its first restaurant at Alvalade shopping centre under the slogan “cucina per amici”, in November 2013. Exactly two years after, in 2015, a second restaurant opened in Chiado. Its menu is composed by wood hoven cooked pizzas, and other Italian inspired dishes with fresh and home-made ingredients. The purpose of this academic work is to elaborate and apply a Digital Marketing Plan for the Mercantina restaurants, once it is very clear the need for performing some changes on the current management of the digital marketing area. For the development of this digital marketing plan the models of the following authors will be applied: Adolpho (2016), Smith (2013), Horton (2015) and Torres (2010). The digital plan, an important part of the global marketing plan, performs an analysis of the organizations’ current situation and environment, it defines the strategy to be reached online and afterwards presents the digital marketing tactics to be adopted identifying the measurement variables that regulate the results, and defining the action plan and its Budget. With the execution of this precise plan it is expected that significant improvements are established and identified with regards to the number of daily visits, the notoriety of the space and the increasement of the billing both at Mercantina Alvalade and Mercantina Chiado.
Description
Keywords
Marketing Digital Plano de Marketing digital Mercantina Gastronomia Italiana